Lecture Basic Marketing: A global managerial approach - Chapter 4: Using marketing information to make better decisions

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In this chapter you will learn: Know about marketing information systems, understand the scientific approach to marketing research, know how to define and solve marketing problems, know about getting secondary and primary data, understand the role of observing, questioning and using experimental methods in marketing research, understand the important new terms (shown in the margins).

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Nội dung Text: Lecture Basic Marketing: A global managerial approach - Chapter 4: Using marketing information to make better decisions

Chapter 4: Using Marketing Information to Make Better Decisions For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
Marketing Information Systems Informatio Questions Decisio n and n Result Sources Answers Maker s New Information Marketing Market Models Research Answers Studies ? Inputs Marketing Internal Decision Data Databases Support Manager Outcomes Sources System Decisions (DSS) External Data Information Sources Technology Specialists Feedback Exhibit 41 42 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
Marketing Research Process Early Identification of Solution Getting Defining Analyzing Inter- Solving Problem- the the preting the Specific Problem Situation Data Problem Data Feedback to Previous Steps Exhibit 42 43 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
Sources of Data Inside Company Secondary Data Sources Outside Company All Data Sources Observation Primary Data Sources Questioning 44 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
Collecting Data Mail Primary Methods for Collecting Telephone Survey Data Personal Interview 45 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
Interpreting Data Population Sample Key Issues in Data Interpretation Confidence Intervals Validity 46 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.